What exactly is including these social/display views in UMM modelling?
The large media platforms make it increasingly difficult for advertisers to access user-based data. This is true for platforms such as Facebook, among others. However, since the evaluation of impressions is an important part of the attribution, Adtriba has developed a way to include impressions from social platforms like Facebook or Instagram in the digital attribution even without user-level data. This is made possible through a model that quantifies the effect of social ads within the organic channels (Paid Search, Direct, SEO).
How do I know if I am the right candidate for including this information in the UMM modelling?
Including the information of social platforms for the UMM modelling is suitable for companies that:
use a dynamic multi-touch attribution
run Instagram or Facebook ads
What can I expect when I integrate Social/Display views in the UMM Modeling?
The inclusion of this information in UMM has a significant impact on the performance of organic channels. As soon as the information such as Views and Displays from platforms are integrated into the existing setup the following effect on the organic channels can be observed:
The organic channels will give a portion of their conversions to the social views channel. However, it remains to be seen which organic channel is most strongly influenced by the respective social views source (Facebook / Instagram).
Example: 500 direct conversions, 200 paid search conversions and 150 SEO conversions were driven by Facebook Social Views.
Which marketing measures and channels can I add to UMM modelling related to the social platforms?
We can model and map all sources from which we receive the aggregated views via Funnel.io in Adtriba. This includes, for example, Facebook, Instagram, YouTube, etc.
How must the data be delivered and do I need a data history?
The integration of social views is exclusively done via the automated interface with Funnel.io.
How can I actually work with the results?
In general, the consideration of social/display views coming from social platforms helps to better evaluate advertising measures in social networks. The more conversions are accounted for by the Social Views, the better the holistic performance can be estimated compared to the costs incurred. A further use case is the reduction of the 'black box' direct, SEO and paid search.
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